Brand Tone

Community-Oriented, Inspiring, Friendly, and Authentic

Brand Values

• •Community
• •Giving Back (Philanthropy)
• •Quality
• •Connection & Togetherness
• •Inspiration & Empowerment

Best Practices

• •Always Circle Back to "Community" and "Giving Back": These are the core pillars. Ensure that messaging, even for product promotions, subtly (or overtly, when appropriate) ties back to these values. For instance, instead of just saying "Try our new latte," say "Warm up with our new latte and feel good knowing you're supporting a business that invests in our community."
• •Use Inclusive and Positive Language: The tone is friendly and welcoming. Copy should reflect this by using words that unite and uplift. Avoid jargon or exclusionary terms. Focus on words like "together," "connect," "support," "share," "inspire," and "welcome."
• •Highlight Authentic Stories: Share stories of community impact, whether it's about the Stephen Tulloch Foundation's work, local partnerships, or even positive customer experiences that reflect the brand's values. Authenticity builds trust.
• •Maintain an Inspiring Yet Approachable Voice: While the founder's story and the brand's mission are inspiring, the everyday communication should still feel down-to-earth and relatable. Avoid overly corporate or preachy tones. It's about inviting people to be part of something good, not lecturing them.
• •Be Consistent Across All Platforms: Whether it's a tweet, an Instagram caption, a website update, or an in-store sign, the core tone and messaging should remain consistent. This reinforces brand identity and makes the brand more recognizable and trustworthy. Develop a simple style guide for quick reference.

Social Perception

Circle House Coffee is generally perceived very positively by customers and the public. It's seen as more than just a coffee shop; it's recognized as a place that actively fosters community spirit and gives back. Customers appreciate the quality of the coffee and food, as well as the friendly and welcoming service. Stephen Tulloch's reputation as a former NFL player known for his community involvement lends credibility and positive association to the brand. The philanthropic aspect is a significant differentiator and is well-received, making customers feel good about supporting the business. The physical spaces are designed to be inviting and for everyone, often highlighted by murals and comfortable seating.

Copy Examples

• •Instagram Post (Image: Diverse group of people laughing with coffee in hand at Circle House): More than just a cup, it's a connection. ☕❤️ At Circle House Coffee, every brew is a chance to build community and share a smile. Who are you sharing a coffee with today? #CircleHouseCoffee #BuildingCommunity #FortLauderdaleCoffee #GoodVibesOnly #GiveBackOneSipAtATime
• •Facebook Ad (Targeting local Fort Lauderdale/Oakland Park residents): Fuel your day, fuel your community! 🌟 Every coffee you enjoy at Circle House helps us support incredible local charities through the Stephen Tulloch Foundation. Swing by our Flagler Village or Oakland Park spot for your favorite handcrafted drink and be a part of something bigger. Learn more about our 'Round Up For Charity' program on our website! [Link] #CircleHouseCoffee #SupportLocalFL #CommunityFirst #Philanthropy #StephenTullochFoundation
• •Twitter Post: Big news! Our 'Motor City Blend' is helping support youth programs in Detroit! Detroit, we love you! ❤️ Every bag gives back. Grab yours online or at select @Meijer stores! #CircleHouseCoffee #MotorCityBlend #DetroitLove #GivingBack #NFLAlumni #CommunityImpact
• •Website Homepage Banner Text: Circle House Coffee: Where Every Sip Sparks Connection. Founded by Stephen Tulloch with a mission to give back, we're more than just coffee – we're a community. Join us. #BuildingCommunityThroughCoffee #GiveBack
• •Email Newsletter Snippet (Highlighting a charity partner): This month, your 'Round Up' donations are supporting [Charity Name]! Thanks to your generosity, we're helping them [briefly explain charity's impact]. At Circle House Coffee, we believe in the power of community, and you're a vital part of it. Thank you for helping us give back, one sip at a time. Learn more about [Charity Name] here: [Link] #CircleHouseCommunity #CharityPartnership #MakingADifference